Campbell Announces New 'Reality' Advertising Campaign for Soup Brands; TV Host Gordon Elliott Knocks on Doors to Urge 'Make It Campbell's Instead'.To download high-resolution, print-ready JPEG JPEG in full Joint Photographic Experts Group Standard computer file format for storing graphic images in a compressed form for general use. JPEG images are compressed using a mathematical algorithm. images, click on the thumbnail image above. WARNING: these images are very large (800K+) Click here for caption To download high-resolution, print-ready JPEG images, click on the thumbnail image above. WARNING: these images are very large (800K+) Click here for caption Photo Editors/Business Editors NOTE TO MEDIA: Multimedia assets available CAMDEN Camden, borough, Greater London, England Camden, inner borough (1991 pop. 170,500) of Greater London, SE England. Within the borough, residential Hampstead is popular with writers and artists. , N.J.--(BUSINESS WIRE)--Aug. 26, 2003 Campbell Soup Company Campbell Soup Company (NYSE: CPB) (also known as Campbell's) is a well-known American producer of canned soups and related products. Campbell's products are sold in 120 countries around the world. It is headquartered in Camden, New Jersey. (NYSE NYSE See: New York Stock Exchange :CPB CPB see cardiopulmonary bypass. CPB Cardiopulmonary bypass. See Port-Access cardiopulmonary bypass. ) today announced the launch of a new, reality-based advertising campaign under a single theme: "Make It Campbell's Instead." The campaign, which will air throughout the upcoming soup season, will support Campbell's full line of soups including the improved varieties of "Campbell's" condensed con·dense v. con·densed, con·dens·ing, con·dens·es v.tr. 1. To reduce the volume or compass of. 2. To make more concise; abridge or shorten. 3. Physics a. soup, the company's new "M'm! M'm! Good! To Go" convenience platform, and "Campbell's Chunky" and "Campbell's Select" ready-to-serve soups. The campaign features Gordon Elliott This article refers to the Australian TV personality: for the Irish trainer see Gordon Elliott (racehorse trainer) Gordon Elliott (Born September 30, 1956, Everton, Liverpool) is a reporter and producer who grew up in Australia. , host of "Door Knock Dinners," which aired on the Food Network, intercepting consumers in their home, at work, and on the street - urging them to enjoy a delicious meal featuring soup rather than other meal and snack options. Each spot closes with Elliott reminding viewers to "Make it Campbell's Instead." The campaign was conceived and produced by BBDO-New York. Platform Efficiency Achieved Behind A Unified Theme The introduction to this article provides insufficient context for those unfamiliar with the subject matter. Please help [ improve the introduction] to meet Wikipedia's layout standards. You can discuss the issue on the talk page. The campaign marks the first time Campbell has utilized a single theme and spokesperson to link all promotional elements for its soup brands. In past years, advertising for Campbell's ready-to-serve soup brands, "Campbell's Chunky" and "Campbell's Select," was developed and executed separately and distinctly from advertising messages that supported "Campbell's" condensed soups. "With the many improvements and new products we're launching for the upcoming soup season, we're single-minded in our focus to change how people think about soup. A unified platform will maximize the impact and efficiency of both our message and our media buying," said Larry McWilliams Larry McWilliams (born February 10, 1954 in Wichita, Kansas), is a former professional baseball player who pitched in the Major Leagues from 1978-1990. He was drafted by the Atlanta Braves in the 1st round (6th pick) of the 1974 amateur draft. , President - Campbell North America North America, third largest continent (1990 est. pop. 365,000,000), c.9,400,000 sq mi (24,346,000 sq km), the northern of the two continents of the Western Hemisphere. . "Our aim is to shake consumers up with a very different creative effort that will get them thinking about soup in new ways." In selecting Gordon Elliott, Campbell introduces an untraditional Adj. 1. untraditional - not conforming to or in accord with tradition; "nontraditional designs"; "nontraditional practices" nontraditional spokesperson. "Gordon is really the host in each of the commercials," explains McWilliams. "With his humor and delightful, larger-than-life-demeanor, he disarms both the participants in our unscripted un·script·ed adj. Not adhering to or in accordance with a script written beforehand: "his unscripted encounters with the press" Eleanor Clift. spots, and captures the attention of consumers who view them." Spokespeople are not new to Campbell's - past spokespeople have included actresses Meg Ryan and Donna Reed Donna Reed (January 27 1921 - January 14 1986) was an Academy Award-winning American actress. Life and career Reed was born Donna Belle Mullenger on a farm near Denison, Iowa to William Richard Mullenger and Hazel Jane Shives. , actor Jimmy Stewart, as well as numerous Olympic figure skaters, including Nancy Kerrigan and Michelle Kwan. Making Campbell's More Relevant to Consumers With plans to develop and air more than 30 different commercials during the upcoming soup season, Campbell intends to reconnect its soup brands "with today's diverse consumer population," said McWilliams. "We realize that running one or two messages quickly wears out with today's consumers. That's why we will air many more spots in order to maximize our ability to use mass media to achieve grass roots results." To create greater campaign interest, a number of the commercials will feature celebrities from the food and entertainment world. In "B. Smith", Gordon visits Ms. Smith, a trend-setting New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of "style-entrepreneur" and restaurateur res·tau·ra·teur also res·tau·ran·teur n. The manager or owner of a restaurant. [French, from restaurer, to restore; see restaurant. , in her home and recommends "Campbell's Select" Italian Wedding soup as an alternative to her suggestion of a cold sandwich. In "Bow Wow", Gordon challenges rapper and actor Bow Wow to a game of basketball, to see who will get the remaining "Campbell's" Chicken Noodle soup; and in "Dilley's", Gordon visits the Dilley sextuplets in their Indiana home, and introduces the kids (and their parents) to the fun and flexibility of customizing their "Campbell's" Tomato soup with toppings and mix-ins found in their home. The campaign breaks through the media clutter by interrupting people in real life situations. In the campaign's introductory "Anthem" spot, Gordon intercepts numerous people on the street and in their office and offers them a new microwavable Campbell's soup. All of the commercials were shot on video instead of film to further enhance their immediacy. To enhance the realism of each commercial, BBDO-New York utilized small crews and shot at every location with just three hand-held video cameras. Connecting With Today's Kids For years Campbell's advertising has taken aim at "Mom" as the decision-maker for what her children will eat. While Mom still plays an important role, today's kids also have significant input into what goes into the grocery basket. The newly developed advertising will appeal directly to kids. In advertising for Campbell's Chicken Noodle soup, Gordon visits actor/rapper Bow Wow. A more kid relevant tagline, "It's Got the Goods" is intended to use the language kids use to describe their favorite soup. "Using a personality like Bow Wow will help raise the profile of soup among kids who tell us in our research that they love Campbell's soup, but don't think of requesting it at meal time," explains McWilliams. "We hear from Moms that when their kids ask for soup, they feel good about serving it." In addition to "Campbell's" Chicken Noodle, Campbell will promote its "Fun Favorites" varieties of condensed soups, which include kid-friendly soups like "Double Noodle," "Noodle O's," and this past year's newest hit, "Goldfish" shaped pasta soups. About Campbell Soup Company Campbell Soup Company is a global manufacturer and marketer of high quality soup, sauces, beverage, biscuits, confectionery and prepared food products. The company owns a portfolio of more than 20 market-leading businesses each with more than $100 million in sales. The company is ably supported by approximately 25,000 employees worldwide. For more information on the company, visit Campbell's website on the Internet at www.campbellsoup.com. Note: Photos available at URLs: http://www.businesswire.com/cgi-bin/photo.cgi?pw.082603/bb5 http://www.businesswire.com/cgi-bin/photo.cgi?pw.082603/bb5a |
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